ClubCorp Expects Big Year for BigShots Golf Concept

Big Shots Golf is High Tech and High Quality Food
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    big shots golf

ClubCorp expects this to be a big year for its BigShots brand, driving ranges that combine high tech with high-quality food. Yes, it’s similar to Topgolf. But ClubCorp is targeting smaller markets.

“BigShots primary parameter for site selection is dialing in on secondary markets that are underserved for ‘eatertainment’ concepts,” said Senior Vice President Randall Cousins. 

Eatertainment is ClubCorp’s word for describing its concept. But it won’t be all fun and games at the new BigShots driving ranges that ClubCorp plans to open around the country. It will also make room for serious golfers to get their game faces on and hone their skills in high-tech fashion.

ClubCorp has begun the process of expanding BigShots beyond its original location in Vero Beach, Fla., with plans to open three new venues this year – two in Texas and one in Missouri. They will feature a serious mix of its “eatertainment” concept for families and groups, along with the practice and teaching opportunities for solo customers who may only be solely interested in working on their game.

“We see 2021 as the year we’ll begin realizing our vision for expanding the ClubCorp brand with BigShots Golf,” said ClubCorp CEO David Pillsbury. “Using our extensive expertise as the largest owner-operators of extraordinary golf courses and clubs, we will bring the sport to families and children through an elevated ‘eatertainment’ experience that is unlike any other.”

Each BigShots will have a golf pro available for lessons and will oversee the golf academy, which will be open for year-round training. The teaching and practice services at BigShots will be on the same level as its F&B and other entertainment offerings. 

“We offer Range Mode, where players can perfect their swing with real-time post-shot analysis of distance (carry and total), clubhead speed, spin rate, launch angle and more,” Senior Vice President Randall Cousins said. “And following each session, players can email themselves a detailed report of their stats to track progress.”

And afterward, customers can spend a few more dollars and unwind with a craft beer and food rather than throwing their clubs in the trunk and heading for home. The upscale service extends to the patio areas, fire pits, sports bar and the 60 climate-controlled tee boxes. The golfing-related activity menu at BigShots features mini-golf for children and for groups. There will also be technology allowing ambitious golfers to play full rounds on virtual golf courses from around the world.

“BigShots Golf is also a great way to introduce newcomers to the game with a fun, casual experience,” Pillsbury said.

Two of the new locations opening this year in Fort Worth, Tx and Springfield, Mo. are being built in a franchise partnership with O’Reilly Hospitality Management. ClubCorp also teamed with local investors in Bryan, Texas for a 40,000-square foot BigShots Golf Aggieland located a short distance from Texas A&M University.

Aside from attracting the energetic college crowd, Bryan is the type of location that fits with ClubCorp’s strategy. 

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